COVID-19 and Film Festivals: What Do We Do Now?

COVID-19 has thrown a serious monkey-wrench is the 2020 festival season with hundreds of events either being postponed or canceled. Could this mean the end of the traditional film festival as we know it, or is it a speed bump in an otherwise expanding industry?

There is no doubt that streaming platforms have transformed the film industry. Moviegoers now have significant influence on what content they choose to watch; and when, where, and how they choose to enjoy it. You don’t want to pay to see the latest Academy Award Winner? No problem, be patient and you’ll eventually see it on Netflix, Amazon, the Laurel Channel, Showtime or other pay per view/subscription service; or if you’re really patient, you can watch it on TUBI or another Ad driven network. But will you have the same experience? Does it matter?

Thankfully, for theater, restaurant, stadium and coffee shop owners, the answer is “YES”. Ask yourself, why do people purchase a $2 cup of coffee that they can make at home for 25 cents, or get in their office for free. It’s not because they cannot make it themselves, it’s because they yearn for the tactile feeling of a social experience. Somehow those same Starbucks beans that they can get at the local grocery store tastes better if you see and hear it being prepared by a barista in a well-lit shop with tables filled with yuppies peering in their laptops. You’ve become part of a group.

Film festivals offer a unique experience for filmmakers that, for some of them, may occur only once in their careers: seeing their movie shown on a big screen with an excellent sound system in front of an audience of strangers who have made the effort to come see them succeed. (Yes, filmmaker, they are there to enjoy your work, so they are in your corner.)

The challenge for you as the festival director is to maintain a sincere connection to your community as we all navigate through these trying days. Don’t be too quick to rebrand your festival into an online event, but be prepared to provide supplemental engagement opportunities for your community that they cannot get from the major platforms. Your brand is a social experience that sets you apart from other forms of entertainment where the patrons can otherwise see the same film (or drink the same coffee).

Remember why your patrons attended your festival last year and all the years before that. They wanted to enjoy cutting edge film in a community and perhaps have an opportunity to engage with the filmmakers first hand. Filmmakers wanted to have their films played in front of a live audience, walk the red carpet, share the spotlight, be discovered, and feel the applause from an audience of strangers. It’s all about social engagement.

So, what can you do under the current situation?

1. Stay engaged with your alumni filmmakers and see where they are with the films that won awards at your event. If they are available on streaming platforms, let your community know that they were amongst the first to see this film when it was launched, and where they can now share it with their friends and families.
2. Offer engagement opportunities with your local independent film loving community. Everyone is locked up at home. Offer a list of films per week they should consider watching or online classes they may want to attend. The films can be from your previous festivals or they could be classics that people may have forgotten or younger generations may have never heard of.
3. Celebrate films that address a topical issue, such as films by female directors to celebrate Women’s Month or films that address Climate Change for Earth Day. Whenever appropriate, tie them to your festival’s brand.
4. Highlight films that are important to some of your community partners. If you have done promotions in conjunction with the Autism Society or an environmental foundation, offer a suggested slate of films that their membership may find interesting.
5. Offer high quality films made by students. The local schools would love to send positive messages to students who are cooped up. Offering your brand to student films are a tremendous way to encourage them to be creative. Just be sure the films are good!

Your community is relying on you, the industry expert, to tell them what they should be watching when it comes to independent film. As the local festival, this is your chance to step up and take the lead in offering the best options for people to deal with staying at home and being deprived of the experience your festival and monthly events provide.

You have earned your place as a cultural leader in your community. It’s time to step up and show them why you deserve their trust.